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Held between August 1 to 7, World Breastfeeding Week aims at supporting and promoting breastfeeding to strengthen and improve the health of mothers and babies alike. Apart from raising awareness for health purposes, this initiative is about shining a light on the normalcy on the act and encouraging society to accept that breastfeeding is normal and every mother has the right to freely breastfeed in public. Breastfeeding in public, especially in a country like India, can be frowned upon. The aim is to break this taboo and normalise it. Celebrities like Neha Dhupia and Sameera Reddy took to Instagram to raise some much-needed awareness. From discussing health benefits to motivating the masses to respect the natural process of breastfeeding, the new mommies had much to say.

Neha Dhupia launched an initiative #FreedomToFeed to encourage the idea of breastfeeding in public without a mother having to worry about the repercussions. Here’s what she had to say, “Once I was on a plane and had to feed Mehr. I had to take her to the washroom and was only hoping that the seat belt sign doesn't come on before she is done. Of course, I came out and apologised for using the washroom for so long. Now here’s the real deal, I honestly don’t understand the consciousness behind doing something so right and beautiful. I'm also super grateful for all the amazing people in my life for making this journey easier but the truth is I know I’m not alone in feeling that there has to be a slight shift in our mentalities, in the fact that we need more facilities for breastfeeding moms with their babies or even their breast pumps, and the only way this can happen is if we start a conversation. I want to encourage moms like you and me whether breastfeeding or not, to share their story.”

Sameera too had much to say on Instagram. “New dads & loved ones listen up! Its World Breastfeeding week and this post is for you to know that you can be the biggest support and encouragement to a new mom! A mother may be depressed, lacking in confidence, worried, or stressed and it affects breastfeeding. These factors do not directly affect her milk production but can interfere with the way in which she responds to her baby. This can result in the baby taking less milk, and failing to stimulate milk production. So be there for her. Understanding the pressure on her physically and emotionally is the best thing you can do. Nothing like feeling loved at such an overwhelming time. I would also like to give a shoutout to moms who have struggled with low milk production. This could happen due to a pathological reason including endocrine problems or a host of other factors. A few mothers have a physiological low breast-milk production, for no apparent reason, and production does not increase when the breastfeeding technique and pattern improve. There is no reason to shame them or make them feel any pressure in not being able to BF. We need to support all mothers and show love and respect.

We are mothers. We choose to breastfeed and we should have the freedom to do so in public without shame. World breastfeeding week kicked off and I can tell you it’s been 3 weeks since Nyra is born and BF is a massive commitment. It’s hard. But what’s harder is it’s not easy to BF in public. It’s just not viewed in the right light. I hope that will change because we need that support system in place. So this Breastfeeding week I encourage the acceptance and support to make moms comfortable to feed their babies at any time. After all, it’s the most natural process and we need to respect it!”

For babies:Reduces the risk of viruses and infectionsReduces the risk of SIDS (sudden infant death)Protects against diseases such as spinal meningitis, type 1 diabetes, and Hodgkin's lymphomaStrengthens bond with mother

According to WHO, it is advisable to breastfeed your baby within the first hour of its birth followed by regular breastfeeding for the initial six months. Post this period, adding nutritious foods to the baby’s diet is recommended. For the baby’s and mother’s health, experts around the world suggest that breastfeeding should be practised for up to 2 years or more.